Search form

Search form

Swiss watchmaker IWC Schaffhausen is trumpeting its partnership with the Mercedes AMG Petronas Formula One Team in a multimedia ad on The New York Times' iPhone application. The ad features a video that blend images of Mercedes-AMG and IWC craftsmen and mechanics. The campaign follows a path set by other watch companies associating themselves with automakers.

Related Summaries

Epson will create virtual-reality glasses for visitors to the Mercedes' AMG Petronas racing team Formula One car museum. The smart glasses, which will run Android, could give visitors information on the cars and drivers and also let them choose items to purchase at the gift shop.

Smart watch-maker Pebble has released the Pebble Steel device, which offers a sleeker look, has a five- to seven-day battery life and is waterproof. The watch will retail at $249. Within the month, the Pebble App Store will launch and will operate from the Pebble application already available from iOS and Android. The company announced new partnerships with ESPN, Mercedes-Benz and Pandora for additional apps. "Pebble's App Store is the very first open platform for a wearable where developers can display their apps to Pebble users without building anything new or coding anything differently," Richard Harris writes.

IWC Schaffhausen's iPad application highlights the Swiss craftsmanship that goes into the company's luxury watches but does not include a purchasing option, a feature that one analyst says makes a reasonable distinction between considered and impulse purchases. Instead, the app asks questions about the user's personality to match personal characteristics to watch style.

Emirates Airline has awarded North American creative duties to BBDO New York and Atmosphere Proximity after a review, replacing incumbent ISM. StrawberryFrog will continue as the global creative lead. Emirates, which is expanding with new routes in the U.S., spent $31 million in measured media in 2012.

Ford is running a geo-fence campaign for its Fiesta model at the Bonnaroo Music Festival in Tennessee. The Zoove StarStar system allows the automaker to target respondents within a 700-acre area, who hear one customized message while those outside it hear another one and are sent to customized local landing pages.